Alliance for Academic Internal Medicine: Strategic Communications Plan to Improve Member Engagement

The Alliance’s membership base of 11,000 had limited awareness and understanding of the organization to which they belonged, due to sub-group affinity. The Alliance engaged CSG to conduct a communications audit, which included a full assessment of communications vehicles and approaches to reaching their members. After recognizing the opportunities for improvement, following the audit, the Alliance extended their work with CSG for long-term solutions to maintain and improve member relations. To maintain and improve member relations we:

• Conducted qualitative interviews with a subsection of their leaders and members

• Presented to the Board a final assessment report which included strategies to improve member engagement and their understanding of the Alliance as an organization

• Created short-term and long-term strategic communications plans, including a refreshed website, new brand, member engagement programs, and marketing for their education offerings

• Introduced Alliance conference attendees to the “Member Center”, the hub for members to gather and network, get photos taken, have ‘Meet-Ups’ on hot topics, and discover ways to get involved

Results

Member testimonials and interviews have indicated an improvement in engagement and relevance. The most recent conference had more than 1,000 Tweets and a 50% app download rate.